INNOVATIVE DIMENSIONS OF SPIRITUAL MARKETING IN WELLNESS TOURISM: A PRAGMATIC STUDY OF TOURIST SATISFACTION IN JAIPUR

Abstract

India has long been a global hub for wellness tourism, renowned for its traditional healing practices such as Ayurveda, yoga, and Unani medicine, which foster mental, physical, and spiritual well-being. However, the COVID-19 pandemic severely disrupted the tourism industry, leading to a decline in both domestic and international visitors and impacting revenue generation. This study explores innovative dimensions of spiritual marketing in wellness tourism, focusing on Jaipur, to rejuvenate domestic tourism. By analyzing tourist satisfaction, the research identifies untapped opportunities and proposes strategic marketing approaches tailored to diverse wellness tourist segments.

The study examines the motivations of wellness tourists, highlighting key drivers such as relaxation, health enhancement, novelty, luxury, self-exploration, nature affinity, and social connection. Through market segmentation, the research uncovers distinct tourist profiles, each with unique preferences. For Jaipur, these insights present a roadmap for developing targeted marketing strategies that enhance tourist experiences. By aligning promotional efforts with tourists' specific motivations, Jaipur can strengthen its position as a premier wellness destination, offering practical solutions for revitalizing the wellness tourism sector in India.